The franchise had shipped more than 114 million in September last year. Grand Theft Auto IV, released in 2008, has now also shipped 25 million units worldwide, up 3 million in the last year.

Zelnick puts this roaring success down to keeping away from annualized releases for the franchise. "It's our view that if you want intellectual properties to be permanent, then you run the risk in that circumstance of having consumers fall out of love with that franchise," he explained.

"[Activision] obviously views the world differently," he added, noting that Call of Duty: Black Ops II has not yet performed as well as last year's Call of Duty installment Modern Warfare 3.

"That's never been the case with one of ours. Ours do better each time," he continued. "Our view is it's hard to make permanent intellectual properties if you annualize it, with the exception of sports titles. So far that's proven to be the case."